Lucio Di Rosa: From Versace and Angelina Jolie to LDR22 Concept Store

Walt Disney said, “If you can dream it, you can do it” and that’s what Lucio Di Rosa did. The world of fashion seemed unattainable to him, but with strength and ambition, he not only managed to get there, but also left his mark. The one who at the age of 13 bought grandmother’s pocket money Gianni Versace shirtsas an adult, he worked together Donatella for over ten years now. A career full of iconic moments because Lucio has become a reference point for many brands and Hollywood stars, cupid between a man and a perfect dress, the link between the most popular brands and the most influential celebrities, as well as a friend, confidant. These were the prerequisites that prompted Lucio Di Rosa to embark on his own adventure abroad today. In Los Angeles, he founded his own LDR22, a concept that goes far beyond the showroom floor. In fact, this is an exquisite place with attention to every detail (from clothes laid out on palettes to Fornasetti dishes combined with coffee cups), where you can feel glamorous, sophisticated, but, above all, at home.

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How did your passion for fashion start?
“I’ve always had an obsession with Versace, to the point that at the age of 13, with my grandmother’s pocket money, I bought printed shirts from Gianni Versace’s Forte dei Marmi where I grew up, and I called the company’s switchboard in Milan, just to hear how they would answer, and hung up. Then the love for this brand spread throughout the fashion world, so after school I went to England. At the university, my tutor offered me an internship in Armani in Londonwhich later brought me back to Italy. I started working in the press office of the Armani editorial office in Italy, and it was there that I learned the rigor of the work, but I lacked the creative element that I was striving for.

So what’s going on?
“The person who brought me to Italy from London moved to Versace. At the time, the brand was not in the best position, but it was my lifelong dream, I would go there at any cost.”

Do you remember the first meeting with Donatella?
“I will never forget this, I worked in the press service for only 3 months. It was very hot that day, at some point I heard the sound of wooden shoes in the hallway, and then she appeared at my door, blonde, tanned, full of gold bracelets with stars and seahorses and a cigarette in her fingers. She told me, “You must be the new girl.” I said yes, and she continued, “With pleasure, I’m Donatella Versace.” I was shocked that she showed upI mean, who doesn’t know Donatella?”

How was this meeting?
“He asked me where Isabelle, my colleague, was, but she was not in the office. So he said to me: “Okay, then from tomorrow you will go to the headquarters on Via Del Gesú incelebrity office, first exam: Oscarif something goes wrong, don’t bother going back.” I didn’t say a word, she put out her cigarette, turned around and left.”

What was it like being in front of your legend?
“My heart was pounding, I was covered in sweat. For a moment I thought it never happened, so I was incredulous. I confessed this to Donatella only many years later. We have been a team for 14 years. What I love most about Versace is that it’s a family business.”

So the first “Oscars” in 2006 were successful …
“Yes, but it was nonsense: a dress Madonna it arrived soaking wet as it was in a suitcase, drove through Amsterdam where there was a lot of snow, we had to dry it. Hilary Swank chose a dress designed for Donatella. It was Thursday, the Oscars were Sunday, the pressure was very high. I brought Donatella the only remaining dresses, 3 in total, because we wore 7 stars. The only thing she liked was the gold one she wore then, but at the last moment she decided to do it. without strapless instead of tied to an American. Too many clothes to organize and too little time. In the end, however, between pins and worries, everything went well.”

The moment he always carries with him?
“I shared the best moments with Donatella during the campaign with Lady Gagawe had a hell of a lot of fun. Gaga arrived very late on the day of filming at 5:30 pm, completely painted white because she was from a performance. Cheerfully, I grabbed a few towels, threw them into a kettle of hot water, and we began to wash off her makeup. We finished at 5am and did Lady Gaga’s makeup a few times because she cried with emotion every time she saw Donatella.“.

Then, at some point, Elie Saab comes into his life.
“Yes, I decided to take a break from Versace, and Elie Saab approached me. The company has a problem with accommodation at the Oscars and gave me carte blanche to fix it. I managed to wear that year Angelina Jolie in Elie Saab. Angelina and I have always had a very close relationship. She is a visionary, incredible woman with a unique intellect.”

She is also behind Angelina Jolie’s iconic Versace black velvet dress.
“Yes. She was supposed to be wearing a gold mesh dress inspired by the previous model Gianni, but on the day of the Oscars, during hair and makeup, the stylist, watching the stars walk the red carpet, said to Angelina: “Angie, too much gold” (too much gold, ed.). I had a second emergency suit in the car, but it wasn’t ready, she stepped onto the red carpet in a dress full of pins without even knowing it, probably. But she knew it was a very simple dress, so she removed the leg and highlighted the slit, making it one of the most iconic looks ever.”

Then in 2020 he was approached by Dolce & Gabbana.
“Yes, I have been approached before, but I never considered the idea. It was the right moment, so intrigued that I met Domenico at his house. We sat down at the table at 12:30 and got up at 19:30. Time flew by unnoticed by us. We talked about photography, books, art, travel, everything but work. In the three years I’ve been with the brand, Domenico and Stefano have supported all the work I’ve done.”

How did you decide to start your own company?
“Because over the years I have given my all to the brands I have worked with, I have completely devastated myself. I’ve gotten to the point where I don’t feel transference at all, I had to do something that was exclusively mine. I had a few ideas and couldn’t find one that worked, so it was given to me by the winner for LDR22. Sharon Stone“.

It means that?
“After the fashion shows in Milan, everyone went to my house. I prepared pasta, a glass of wine, it was a social atmosphere in which the stars felt absolutely free. Sharon encouraged me to bring that family atmosphere here to Los Angeles.. The next day I was driving with my realtor looking for a property here. I wanted to create a place where people could feel good, because that’s the most important thing for me. When I saw this house I was amazedolive outside, I grew up in the tops of olive trees. Here the stars can do whatever they want, eat, do fittings, hair and makeup, relax.”

How long have you known Sharon Stone?
“I met her when Donatella decided to pay her respects to Gianni here in LA, I remember the seamstress had trouble fixing the chain of her top around her chest. She told her “leave it, I’ll do it” and actually looked at her perfectly. Between us was feelingmutual trust, like with Angelina, which kept us together for many years.

What lessons will he bring with him in this new adventure?
“Donatella, it was mine mentor he taught me everything from the tailor side to the spirit of reacting in the worst situations. It introduced me to a fashion that, with social media and the passing times, will never be repeated again. I will thank her for the rest of my life.”

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